ABSTRACT
Despite the widespread and well-publicized availability of measures to retro¥t properties so as to reduce Ÿood risk (EA, 2010; NFF, 2010), take-up of these measures is low. Survey evidence reported in this chapter reveals that only 33% of people who have experienced a Ÿood take steps to protect their homes from further Ÿooding, and less than 8% of those do who have never been Ÿooded. This chapter addresses the question of why this is so and asks what factors seem to encourage and discourage homeowners from taking steps that, at ¥rst glance, might seem obvious.
